FEATURED ARTICLES ABOUT DIRECT MARKETING ASSOCIATION - PAGE 5

A new booklet, Guidelines for Telephone Shopping, produced in cooperation with the U.S. Office of Consumer Affairs, is available from the Direct Marketing Association. The eight-page guide explains how to make phone shopping convenient and how to avoid problems. Single copies are available free from the Consumer Services Department, Direct Marketing Association, 6 E. 43rd St., New York, N.Y. 10017.

The home telephone numbers of 11 top executives of the Direct Marketing Association--which has waged a bitter battle in the courts to kill a proposed federal no-call list--are on the new federal registry, the Hartford Courant found, making them off-limits to those calls.

The Direct Marketing Association claims that the "do not call" list of people who don't want to get calls from telemarketers infringes on the telemarketers' right to free speech ("Rule would block out telemarketers," News, Jan 23). Using that logic, anyone who hangs up on a telemarketer before the end of the sales pitch should be arrested for infringing on his or her "right to free speech." I'm going to hang up on you anyway so you might as well save the dime and not call me.

A federal plan to stop many unwanted telemarketing calls this year with a national "do-not-call" list may be delayed because of opposition from key lawmakers. Rep. Billy Tauzin (R-La.), chairman of the House Energy and Commerce Committee, said Wednesday that he and other committee members were wary of approving the permanent funding sought by the Federal Trade Commission. Tauzin said he was interested in supporting the registry as a pilot program that would be renewed if it appeared to work.

You know junk e-mail has gotten out of hand when marketers start to complain about it. At its 85th annual convention in San Francisco last week, the Direct Marketing Association conceded that it's time for the federal government to pass anti-spam laws. The trade group is reconsidering its stance now that pornography and Ponzi schemes are crowding what the DMA calls "legitimate sales messages" out of e-mail inboxes. Consumer groups welcomed the DMA's new tune, but they're not counting on harmony just yet. Only last month, the DMA condemned anti-spam proposals presented to the Federal Trade Commission by several consumer groups.

`Cramming" has gotten a lot of press lately. It's the term for unauthorized charges on consumers' phone bills. Some anti-cramming tips from the Direct Marketing Association: - Carefully review your phone bill every month, checking particularly for company names you don't recognize and services you did not authorize. - Carefully read all promotional materials, including the fine print, before signing up for phone services. - Never divulge personal information on sweepstakes or raffle tickets.

This holiday season, instead of buying Uncle Bob a new pair of socks and Grandma Betty a new sweater, try giving them the gift of food. Everyone loves food, whether it's rich chocolate truffles, savory peanuts or juicy steaks. Food also is a personalized gift, as baskets and boxes can be tailored to any recipient's tastes. "People can really customize them to fit someone's personality and likes," said Amy Blankenship, a spokeswoman with the Direct Marketing Association. "Also, if someone is participating in a diet program, like Atkins, then you can give them something that fits."

The article "Call to mute telemarketing onslaught connects with regulators" (Page 1, June 9) didn't address core issues that make the situation much more complex than just passing a "Do Not Call" list law. You specifically zeroed in on West Virginia. In a struggling economy, it's important to know that telemarketing is the second largest industry in West Virginia after tourism. The states of North Dakota, Iowa and Utah are in the same situation. In addition, you mention telemarketing sales of insurance, long-distance service and cell phones.

Telemarketers have found ways to get around unlisted numbers, caller ID and other high-tech devices, but now they have to deal with the long arm of the law. President Bush on Tuesday signed legislation creating a national "do-not-call" list intended to help consumers block unwanted telemarketing calls. The law allows the Federal Trade Commission to collect fees from telemarketers to fund the registry, which will cost about $16 million in its first year. The do-not-call program should begin operation by summer.

American consumers could dodge telemarketing calls under a new rule proposed Tuesday by the Federal Trade Commission. Violators would be subject to fines of $11,000 per violation. The FTC said it will seek to modify existing regulations to set up a national "do not call" list of consumers who do not wish to receive phone pitches. Under the rule, consumers would be able to put their phone numbers on the list by calling an automated toll-free number. Telemarketers would be required to check the list monthly and ensure that they do not call those numbers.